Digital Branding Proposal 1

Digital

Branding Proposal

Digital Branding Proposal 2

Why Branding an organization ?

According to a recent Advertising Age article an organization need to rapidly embrace modern

branding strategies in order to reclaim the cause-marketing arena which has been co-opted by

traditional for profit companies.

“It’s simple. In today’s market, brands matter. In fact organizations are starting to spend big

bucks on marketing… And they have to. There’s calls to buy green. Support this cause. Threats

of recession… It’s no wonder that donor fatigue has set in.”

The irony is that organization often struggle to justify marketing spend to their key

stakeholders. Marketing has long been seen as a barely necessary evil in the sector, yet those

same organizations constantly complain that “no one knows their brand”.

Yet many successful organizations have already made the switch and avidly follow the laws of

marketing simply because they’ve learned from the corporate sector’s lead: success is

determined by the way a potential customer perceives your organization. And if you’re not

actively managing that perception, your chances of success become rather slim.

Digital Branding Proposal 3

Digital Marketing

At a new tech of marketing, digital marketing refers to brands promoted through digital channels such

as search engines, websites, social media, email, and mobile apps. While this covers a variety of

marketing activities, all of which are not universally agreed upon, we’ll focus on the most common types

below.

Paid Search Engine

Paid search, or pay-per-click (PPC) /CPM advertising, typically refers to the “sponsored result” on the top

or side of a search engine results page. You only pay when your ad is clicked or viewed. You can tailor

your ads to appear when specific search terms are entered, creating ads that are targeted to a particular

audience.

PPC/CPM ads are flexible, visible, and most importantly, effective for many different types of

organizations. They are also contextual advertisements—ads that appear when a person is searching for

a particular keyword or term.

Search Engine Optimization

Simply put, search engine optimization (SEO) is the process of optimizing the content, technical set-up,

and reach of your website so that your pages appear at the top of a search engine result for a specific

set of keyword terms. Ultimately, the goal is to attract visitors to your website when they search for

products, services, or information related to your business.

SEO can almost be viewed as a set of best practices for good digital marketing. It enforces the need for a

well-constructed and easy-to-use website, valuable and engaging content, and the credibility for other

websites and individuals to recommend you by linking to your site or mentioning it in social media posts.

Social Media

People aren’t just watching cat videos and posting selfies on social media these days. Many rely on

social networks to discover, research, and educate themselves about a brand before engaging with that

organization.

For marketers, it’s not enough to just post on your Facebook

and Twitter accounts.

You must also weave social elements into every aspect of your marketing and create more peer-to-peer

sharing opportunities. The more your audience wants to engage with your content, the more likely it is

that they will want to share it. This ultimately leads to them becoming a customer. And as an added

bonus, they will hopefully influence their friends to become customers, too.

Digital Branding Proposal 4

Content Marketing

Have you heard the expression, “Content is king?” If not, you have now. Great content is the fuel that

drives your digital marketing activities:

It is a key pillar of modern SEO

It helps you get noticed on social media

It gives you something of value to offer customers in emails and paid search ads

Creating clever content that is not promotional in nature, but instead educates and inspires, is tough but

well worth the effort. Offering content that is relevant to your audience helps them to see you as a

valuable source of information. On top of that, resourceful content makes it less likely that they will

tune you out.

Email Marketing

Email has been around for more than two decades, and it’s not going anywhere anytime soon. It’s still

the quickest and most direct way to reach customers with critical information. The reason is simple:

Consumers are very attached to their emails. Just ask yourself how many times

you have checked your email in the past hour...See what we mean?

But great marketers know that not just any email will do. Successful email campaigns must be engaging,

relevant, informative, and entertaining. To succeed, your marketing emails should satisfy these five core

attributes:

Trustworthy

Relevant

Conversational

Be coordinated across channels

Strategic

Mobile Marketing

As mobile devices become an increasingly integral part of our lives, it’s vital that marketers understand

how to effectively communicate on this unique and extremely personal channel. Mobile devices are

kept in our pockets, sit next to our beds, and are checked constantly throughout the day. This makes

marketing on mobile incredibly important but also much nuanced.

From SMS and MMS to in-app marketing, there are many ways to market on mobile devices,

So finding the right method for your particular business is key.

Beyond the mechanisms to deliver your message, you also need to think about coordination of your

marketing across digital channels and make sure mobile is a part of that mix.

Digital Branding Proposal 5

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Digital Branding Proposal 13

Budget & Target

S.No Name of campaign Duration Cost Target Audience

1 Paid Google Search Engine Optimization

10 days $ 7500 1.5 million

2 Social Media

Facebook 10 days $7500 1.7 million

Youtube (video ad 30sec) 10 days $3750 0.015 million

Instagram (video ad 30sec) 10 days $1200 0.3 million

Twitter 10 days $3600 0.6 million

Snaptcaht 10 days $2100 0.3 million

Vimeo (video ad 30sec) 10 days $2400 0.015 million

Daily Motion (video ad 30sec) 10 days $3000 0.015 million

3 Online News editions (HOME /ROS)

Jang.com.pk 10 days $3000 1 million

Geo.tv 10 days $3000 1 million

Thenews.com.pk 10 days $2500 1 million

DAWN.com 10 days $3500 1.2 million

express.com.pk 10 days $3600 1 million

Aaj.tv 10 days $3500 1 million

Geokahani.tv 10 days $3200 1 million

Geoharpal.tv 10 days $3000 1 million

SAMA.tv 10 days $3700 1 million

Geosuper.tv 10 days $3000 1 million

Note: Above prices are exclusive of agency commission (15%) and Govt Taxes (13%).